TwinSpires, an online wagering platform for horse racing, sports, and igaming, has announced that Pro Football Hall of Fame quarterback Brett Favre will star in the company’s new brand campaign.

As part of a multi-year ambassador agreement with the Super Bowl champion, Favre will feature as the face of TwinSpires’ new ‘Bet Dedicated’ campaign.

The campaign celebrates the brand’s expansion from offering online wagering on horse racing, to also including online sports betting and casino games.

Michiganders will be the first to see the new campaign when the platform launches its new online sportsbook in the Wolverine State as early as next week, pending final regulatory approval.

Along with a mix of traditional and digital media advertisements, ‘Bet Dedicated’ is built around a video commercial, where Favre is challenged to a series of betting-related boot camp drills.

Produced in partnership with creative house BOC Agency and Stept Studios, the commercial pays homage to TwinSpires’ betting expertise, courtesy of its association with Churchill Downs, home of the world-famous Kentucky Derby and nearly 150 years of wagering history in the United States.

Sean Phinney, VP Marketing for TwinSpires, said: “As a campaign concept, Bet Dedicated is not only a reflection of our heritage, but also the brand promise we are making to our players.

“Brett epitomizes what it means to be dedicated, and we’re thrilled to have him star in this campaign as we launch the TwinSpires online sportsbook and igaming platform into Michigan and other states.”

Favre added: “I knew this was a campaign I could get behind the moment it was introduced to me. I was never the biggest or the strongest or the fastest, but throughout my career, I outworked the guys that had the same dream, because I was the most dedicated.”

TwinSpires’ parent company, Churchill Downs Incorporated, recently announced that all of its BetAmerica sportsbooks would rebrand as TwinSpires in the first half of 2021.

The mix of retail and online sportsbooks that will transition to the TwinSpires brand is currently available in New Jersey, Pennsylvania, Indiana, Mississippi, Michigan and Colorado.